It’s critical that you know your target market. Why? If you can’t clearly see the bullseye, you are sure to miss the mark.
Say you have the world’s most serene, tranquil garden resort. You sit miles from the rushing business world. You offer Thai Chi and yoga in the mornings and group meditations in the afternoon. Your target market is NOT young families with children. Your target is empty nesters of all ages who feel the need to spiritually or emotionally regroup.
Your marketing efforts need to reflect that. You need to speak to this group directly. You want to address your marketing efforts to meet their needs.
The same is true if you have a cruise line focused on exhausting the high energy level of children. You offer numerous activities throughout the day to help with that and you offer programs that create “child-free” time for parents. Your copy should speak to these parents. It should touch on their need for “us” time.
Both scenarios require focused and very different copy. That’s where we come in. We know your customers’ pain points and write directly to their needs. We help you find your target and adjust your aim.